None of the racing cars will carry the name or logo of the beer, but the company will host fan areas and lounges at race tracks.

'Unique opportunity'

"Formula 1 is bigger than a race. It is a global event. F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets," said Gianluca Di Tondo, senior global director at Heineken.

Heineken also has a major sponsorship agreement in place with the Uefa Champions LeagueReuters

F1 chief executive Bernie Ecclestone added: "Heineken is a premium international brand with a super reputation for first class marketing.

"We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship."

But Eurocare, an alliance of non-governmental organisations advocating reduction of alcohol-related harm in Europe, criticised the deal for further exposing racing fans to alcohol advertising.

"Formula One should ask themselves if they want to be an event about sport, driving and cars, or an alcohol brand event," Mariann Skar, secretary general of Eurocare, told the Daily Mail.

"We found when following Formula One in Monaco 11 references to alcohol brands per minute, averaging one every five seconds. How will it be when Heineken comes in as main sponsor in addition to the others?"